Mintel online dating report

“Online abuse is becoming an increasing problem, leaving social networks exploring ways to tackle the issue without diminishing the freedom of their platforms.

Creating sophisticated ‘filtering’ algorithms to give users more control over the content they are exposed to may be the best option going forward.” “The appeal of Tinder’s swipe-to-like format suggests potential for it to be rolled out to more sectors.

In October last year, for example, a video-only dating app named Tickr was launched to allow users to upload videos of up to 30 seconds in length.

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However Plenty of Fish has the highest usage figure, being a free service, with 9% of adults having used the site at some point.

Twenty-nine per cent of people who have used a dating service claim they did so because their friends were using the same site, while a further 28% say the service was explicitly recommended to them.

These reasons come ahead of TV advertising, which prompted just 14% of people to use a site, respondents claim. Mintel reports that UK advertising expenditure by online dating sites has fallen significantly from £34.4m in 2011 to £17.6m last year.

It is followed by (8%), e Harmony (4%) and Tinder (4%).

The Mintel report notes that newer dating brands are introducing alternative formats in order to stand out in a crowded marketplace.

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